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Brand: Daca il construiesti, clientii vor veni

Tags: branding, afaceri, brand, piata, site, afacerea, calitate, valorile produselor, companiile

Inainte de a citi si continuarea, va trebui sa imi promiti ca ai incredere in puterea brandingului. Fiindca altfel nu o sa ma crezi ca un brand iti va aduce mai multi clienti decat ai avea daca firma ta ar fi deja pe piata de zece ani.

Am asistat cu uimire, in cadrul unei conferinte, la discursul unui om dezamagit de piata actuala, de economie si de faptul ca nu reusise sa ajunga acolo unde isi dorea. Avea o societate infiintata de mai bine de zece ani si continua sa ne spuna ca e greu, ca e foarte greu, daca nu chiar imposibil.

I-am verificat imediat firma. Site-ul parea intr-adevar facut acum zece ani, daca nu chiar acum cincisprezece ani. Cert e ca nimic nu parea sa aiba vreo legatura cu 2014. Produsele nu tineau cont de ceea ce se cere la ora actuala, nu exista un nume care sa atraga, nu exista comunicare din partea firmei, nu exista absolut nimic care sa te faca sa vrei sa cumperi ceva de pe site-ul respectiv.

Oare in zece ani nu ar trebui sa invatam sa tinem pasul cu timpurile? Oare nu ar trebui sa lasam deoparte atasemantul fata de ce am facut pana acum si sa fim suficient de deschisi catre nou, fiind totodata motivati sa invatam lucruri despre care pana acum nu am avut habar?

E aproape ca si cum eu m-as simti nedreptatita ca nu pot intra pe Facebook de pe un televizor alb-negru. Poate comparatia pare putin exagerata, insa nu ai cum sa te plangi de piata actuala in conditiile in care nu te uiti spre piata, ci numai la afacerea ta care continua sa ramana la fel an de an.

Cum sa obtinem alte rezultate (mai bune!) daca noi nu schimbam nimic? Asa ca brandingul nu e necesar, ci obligatoriu. Sa tii pasul cu vremurile si sa iti depasesti limitele nu sunt optiuni, ci conditii esentiale pentru supravietuirea pe piata.

Gandeste-te la ceea ce oferi unic in ceea ce faci si promoveaza acest aspect. Gandeste-te la valorile produselor tale (calitate, eficienta, compozitie etc.) si promoveaza-le cat poti de mult. Identifica-ti clientii in mod corect si asigura-te ca aceasta comunicare este de nota zece.

Trebuie sa fim noi cu adevarat in spatele brandului si sa fim autentici. Ceea ce e fals nu va rezista. Ceea ce nu respecta ce promite va pieri in marea masa a companiilor si brandurilor care dispar la fel de repede precum au aparut.

Brandingul pentru afaceri nu e o optiune, ci o alegere pe care trebuie sa o facem, constienti de importanta acestui aspect.
Autor: Mihaela Pascu


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